As microsites continue to gain traction as a legitimate promotion tool, we are always keeping an eye out for interesting ways that people are taking advantage of them. There is no arguing that social engagement is huge right now. People love the opportunity to tell their story, or share their ideas with the world.
The question at hand is, how do you promote the release of the complete Sons of Anarchy box set? Well you could buy a bunch of paid advertising and plaster it all over the internet. Or you could encourage fans of your show to interact with your website and tell their stories. In exchange they are organically spreading awareness for your product with no hidden agenda. They just want to tell their story and share it with their friends, driving more awareness and potential customers back to your website.
It sounds simple, but in order to be successful you have do a few things…
First you have draw people in. Sons of Anarchy did this by creating an interactive experience that their fans are going appreciate. They are telling the stories behind the tattoos of each character in the show. Something that isn’t talked about in great detail in the show, but it as the forefront of most viewers minds. This is accomplished beautifully on the site with interactive links showing the sketches and final artwork, discussing the backstory of each piece, and giving users the opportunity to share it.
Second you have to give users a reason to share. In this example there is no money or prize for sharing, but what they have done is created an emotional connection between the characters of the show and the viewers. If you believe every tattoo has a story, which most do, then by telling the characters stories you are giving viewers even more reason to tell their own story. Brilliant really.
And finally, you have to build it right. This site is well designed and the user experience, for the most part, is remarkable. We are suckers for easter eggs and this site is packed full of them.
Take a minute to explore the site and who knows, maybe share your own tattoo story!
Click HERE to visit the site.